IN-HOUSE
Angi
YEAR
2021-2025
ROLE
Copy Director
Angi Digital
Being a creative lead on a scrappy internal team gave me a new appreciation for the demands of digital marketing. We needed to be always on, launching content that was both scalable and successful.
This wealth of content would prove to be some of our most effective, including our most successful video ad ever and paid social and digital campaigns that led to a 30% increase in service requests on our platform.
We leaned into our brand strengths — like featuring Angie Hicks to reinforce the human element of our brand. This was our highest performing ad, period, with over 1.38 billion impressions and driving our highest click-through rates.
Not surprisingly, we did our fair share of AI experimentation. But how does a brand with authenticity in its DNA deploy a tool like that successfully? By acknowledging the real human truth of what our audience needs — and finding the humor in the contrast.
The above videos were just one approach in a multi-pronged effort to scale our paid social and digital display muscles, which led to a ~10% increase in return on ad spend month-over-month and a ~30% increase in service requests made on the Angi platform in 2025.
Below are just a few examples from the hundreds of assets we created to perfect our messaging, iteratively experimenting with both content and form based on ever-improving data.
Creative Director: Katie Cranley
Design Lead: Sean Tucker